Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers?  Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception?  Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic ...

The present study was focused on supply chain analysis of fresh guava in order to evaluate existing marketing supply chains (SC1: Producer - Consumer, SC2: Producer - Retailer - Consumer, SC3: Producer - Commission agent - Retailer - Consumer, SC4: Producer - Commission agent - Wholesaler - Retailer - Consumer) for two variety (allahabad safeda and apple guava) of guava. The gross marketing pri...

this study aims to study the effect of elimination of government intervention and liberalizationin meat market in rural area in iran on consumer welfare with time series data for 1981-2007.an alternative partial equilibrium model was developed to examine the welfare effect of meattrade liberalization. result show that on producer side, government budget (subsidy onproduction), foreign exchange ...

this study uses vector error correction model to examine the effects of oilseeds, crude oil and vegetable oil tariffs on vegetable oil consumer price. monthly data sets for the years 2004-2013 and var and vecm models were applied for this study. research findings indicates only a long term equilibrium relation between the study variables .the effect of vegetable oil tariffs on consumer and prod...

The concept of consumer confusion has gained a considerable attention in consumer behavior literature during recent years. However,it is considered as a relatively new concept in marketing, particularly in businesses that provide intangible products such as tourism. This study aimed to investigate factors that potentially influence consumer confusion proneness in purchasing outbound package tou...

the paper seeks to identify starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to starbucks success. starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...

the overall purpose of this paper is to evaluate the effectiveness of personality attributes as predictors of consumer behavior in contrast to traditional demographic variables in the digital environment. new variables were needed to replace the traditional ones. this research evaluated three groups of consumer behaviors and examined personality and demographic variables. the primary data colle...